Active Learning

Contemporary Product Development

A Focus on Innovation (First Edition)
Keith Edmund Ferguson, John Sztykiel, and Moss Ingram
©2020, 464 pages

Paperback list price: $127.95

Cognella Direct Ebook: $84.95

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Contemporary Product Development

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    Cognella Active Learning is available with this title

    Cognella Active Learning
    is available with this title.
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    Contemporary Product Development: A Focus on Innovation engages learners with a proven framework to design, develop, and go to market with innovative products that solve consumer problems while also supporting the mission, values, and brand of the company which created them.

    The book’s framework, the Go-To-Market Aura Plan (GT-MAP), emphasizes two key practices for innovative product development—speed and creating aura. This dual approach includes an overview of critical concepts in neuroscience, sustainability, and product design methods, as well as a demystification of the step-by-step, iterative processes critical to introducing a high-performing product to market as quickly and effectively as possible. Simultaneously, the approach builds interest among consumers with proven techniques that gain attention, foster excitement, and then convert consumer excitement into demand well before a product is launched.

    The text describes how to inspire designers and developers to create innovative, high-performance products that consumers crave through exceptional communication, team building, presentation and validation, and prediction of a product’s performance, pre- and post-launch, to ensure its success.

    Designed to inspire innovation, Contemporary Product Development is an ideal resource for courses in business, especially those with focus on product development.

    Keith Edmund Ferguson holds a D.B.A. from Kennesaw State University. He serves as a faculty member in the Department of Marketing and entrepreneur-in-residence at Florida State University.
    John Sztykiel is the CEO of Created to C, a company that creates and accelerates transformational initiatives and businesses. He previously served as the president and CEO of Spartan Motors Inc.
    Moss Ingram is an associate professor at Grand Rapids Community College and a co-recipient of an Edison Award for Innovation. He holds an M.F.A. from Queens University of Charlotte.
    Cognella Active Learning is available for this title! Adopting instructors can provide students with dynamic online learning activities that reinforce key concepts from the text, provide engaging educational experiences, and support various learning styles.

    Please note: Cognella Active Learning can be bundled for purchase with the text or posted separately. Contact us to learn about bundle discounts.

    The Cognella Active Learning content for Contemporary Product Development: A Focus on Innovation includes:

    • 21 decks of flashcards to help students learn key concepts
    • 20 matching activities utilizing key terms and concepts
    • 20 quizzes comprising over 200 quiz questions
    See a preview of the content

    To see a full demo, please email us and one of our adoption specialists will follow up with you.
    Formats and Bulk Order Pricing for Confirmed Adoptions

    Publisher Direct Versions - Available through the Cognella Student Store for confirmed adoptions

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    Publisher Direct Paperback These special, discounted paperback editions are sold exclusively through the Cognella Student Store ( for confirmed adoptions. They are not available through other retailers. The books are printed on demand, do not have an ISBN, and are not intended for resale, which results in savings we pass along to students. Most Publisher Direct Paperbacks also come with free, immediate access to the first 30% of the ebook and FREE shipping.
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    Publisher Direct Ebook Publisher Direct ebooks are available in your Cognella account immediately after purchase and provide access for 180 days. Our ebooks run on RedShelf, VitalSource, or in some cases, must be accessed via Adobe Digital Editions, a free software program.

    Bookstore Pricing (MSRP)

    Binder Ready/Loose Leaf
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    Binder Ready versions have pages that are loose leaf, three-hole punched, and fit into any standard three-ring binder (not included). They are fully typeset, include front and back covers, and are available at a discount compared to standard paperbacks. Contact us for course adoptions; not available for individual purchase.
    $127.95 Paperback
    Standard paperback version. Contact us for course adoptions; also available for individual purchase through national wholesalers and retailers — and from our website directly — see Purchase button above.
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    Inclusive Access Ebook
    We partner with both RedShelf and VitalSource to provide day-one access to students through campus bookstores.
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    $99.95 Ebook
    Ebooks are available for individual purchase (180-day access) through either RedShelf or VitalSource.
    $204.95 Hardcover
    Great for libraries and rental programs. Contact us for course adoptions; also available for individual purchase through national wholesalers and retailers.
    Other Formats
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    Other formats (spiral bind, perforated, etc.) may be available. Contact us for course adoptions; specialty formats are not available for individual purchase.
    $60.95 Standalone Cognella Active Learning
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    Cognella Active Learning provides dynamic online content within a custom digital learning environment. Does not include the ebook. Contact us for course adoptions; not available for individual purchase.
    Adopting instructors will receive 21 PowerPoint presentations containing detailed chapter outlines.